Online Advertising Influences Purchase Intention of Coffee Customers
DOI:
https://doi.org/10.35134/ekobistek.v14i2.939Keywords:
Online advertising, purchase interest, consumer satisfaction, digital marketing, purchase decisionsAbstract
This research was conducted to influence how much interest there is in buying coffee from customers based on online advertising. In today's digital era, online advertising is one of the most effective marketing strategies in attracting consumer attention, especially through social media platforms, websites, and e-commerce. This study uses a quantitative approach with a survey method on 100 respondents who are active customers of coffee products who are exposed to online advertising . The sample in this study consisted of 100 respondents from Kopi Kenangan Cab consumers or customers. Sutomo Padang City using quantitative techniques. The method for disseminating data is through surveys and distributing questionnaires to Kopi Kenangan consumers. The data analysis method used is multiple regression analysis with SmartPLS version 4. The results of data analysis conclude that variable (1) Online Advertising has a positive and significant effect on Consumer Satisfaction with Kopi Kenangan. (2) Online advertising has a positive and significant effect on purchasing decisions at Kopi Kenangan. (3) Consumer Satisfaction has a positive and significant effect on Purchasing Decisions. (4) Online advertising has a positive and significant effect on consumer satisfaction with consumer satisfaction as an intervening variablein Kopi Kenangan.
References
Setyorini, D. (2024). Strategi Pemasaran Melalui Media Sosial dalam Meningkatkan Daya Beli Pelanggan pada Platform E-commerce di Kota Medan. Jurnal Penelitian Inovatif, 4(1), 73–78. https://doi.org/10.54082/jupin.266
Ramadhan, N. R., Juniarto, D. D., Danendra, R., & Tranggono. (2024). The Impact of Online Advertising and Attitude on Consumer Purchase Intentions in the Food and Beverage Industry. Jurnal Manajemen Bisnis, 11(1), 547–556. https://doi.org/10.33096/jmb.v11i1.768
Yuniawati, Y., Sutrisna, A., & Wibawa, G. R. (2024). Pengaruh Kualitas Produk Dan Word Of Mouth Terhadap Keputusan Pembelian Pada WIFT Indonesia (Survei Pada Konsumen Kemeja Wift Indonesia Tasikmalaya). Jurnal Multidisiplin Dehasen (MUDE), 3(3), 109–118. https://doi.org/10.37676/mude.v3i3.6174
Kristiyanto, C. A., & Arpan, Y. (2020). Analisis Kepuasan Pelanggan Bus Damri Cabanglampung. GEMA : Jurnal Gentiaras Manajemen Dan Akuntansi, 12(1), 11–19. https://doi.org/10.47768/gema.v12i1.197
Djamaludin, M. D., & Silmie, D. M. (2021). Analysis of Lifestyle, Advertising Effectiveness, and Instant Coffee Consumption among Peri-Urban Farmers. Journal of Consumer Sciences, 6(2), 167–182. https://doi.org/10.29244/jcs.6.2.165-180
Armawan, I. (2024). Analysis of Effect on the Social Media Marketing and EWOM on Purchase Intention of Black Sweet Coffee Shop. Manajemen Bisnis, 12(2). https://doi.org/10.22219/mb.v12i02.22499Lystia, C.,
Winasis, R., Widianti, H. S., & Hadibrata, B. (2022). Determinasi Keputusan Pembelian: Harga, Promosi Dan Kualitas Produk (Literature Review Manajemen Pemasaran). Jurnal Umum Manajemen Terapan, 3(4), 392–403. https://doi.org/10.31933/jimt.v3i4
Sya’idah, E. H. (2020). Pengaruh Brand Equity terhadap Keputusan Pembelian. JMK (Jurnal Manajemen Dan Kewirausahaan), 5(3), 204. https://doi.org/10.32503/jmk.v5i3.1106
Santoso, B. A., & Lestari, W. D. (2023). The Effect of Digital Marketing on Purchase Loyalty with Customer Satisfaction as an Intervening Variable on Products Starbucks in Sukoharjo. Al-Kharaj: Journal of Islamic Economic and Business, 5(2). https://doi.org/10.24256/kharaj.v5i2.3986
Matahurila, G. B. R., Mujanah, S., & Fianto, A. Y. A. (2024). Pengaruh Instagram Ads Terhadap Purchase Intention pada Generasi Milenial (Point Coffee) dengan Brand Awareness dan Brand Image Sebagai Variabel Intervening. Transformasi Manageria: Journal of Islamic Education Management, 4(1), 394–405. https://doi.org/10.47467/manageria.v4i1.6799
Ismail, T., & Aldiansyah, M. W. (2024). Green Marketing and Purchase Intention for Fore Coffee Products. Journal of Economics Research and Social Sciences, 3(1), 45–58. https://doi.org/10.18196/jerss.v3i1.23282
Hanif, A. L. (2024). Pengaruh Social Media Marketing terhadap Purchase Intention melalui Consumer Brand Engagement: Survei pada Perusahaan GoFood Indonesia. Jurnal Manajemen dan Ekonomi Kreatif, 3(1), 15–30. https://doi.org/10.59024/jumek.v3i1.511
Nazara, N. D., & Ginting, A. L. (2024). Manajemen Pemasaran Online melalui Penerapan Iklan secara Digital. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 4(2), 631–642. https://doi.org/10.37481/jmeb.v4i2.780
Kusumawanti, A. D., & Chaniago, R. H. (2023). Implementasi Strategi Digital Marketing Pada Perilaku Gen Z Sebagai Konsumen (Studi Pada Konsumen Interaksi Space Coffee Shop Depok). ARUNIKA: Bunga Rampai Ilmu Komunikasi, 2(2). https://doi.org/10.36782/arunika.v2i02.373
Daengs, A. (2023). Impact of Social Media Marketing and Brand Awareness on Purchase Intention in Coffee Shop Culinary in Surabaya. International Journal of Entrepreneurship and Business Development, 6(5), 112–120. https://doi.org/10.5281/zenodo.10012345
Erkan, I., & Katip, I. (2015). The Impacts of Electronic Word-of-Mouth in Social Media on Consumers’ Purchase Intentions. International Conference on Digital Marketing, November. https://doi.org/10.1504/IJIMA.2015.072886
Matahurila, G. B. R., Mujanah, S., & Fianto, A. Y. A. (2024). Pengaruh Instagram Ads Terhadap Purchase Intention pada Generasi Milenial (Point Coffee) dengan Brand Awareness dan Brand Image Sebagai Variabel Intervening. Transformasi Manageria: Journal of Islamic Education Management, 4(1), 394–405. https://doi.org/10.47467/manageria.v4i1.6799
Maharani, A., & Syah, T. Y. R. (2024). Analisis Marketing Mix terkait Customer Intention to Purchase pada Coffee Shop Premium. Innovative: Journal Of Social Science Research, 4(6), 724–739. https://doi.org/10.31004/innovative.v4i6.15888
Trivedi, S. K., & Yadav, M. (2020). Repurchase intentions in Y generation: mediation of trust and e-satisfaction. Marketing Intelligence & Planning, 38(4), 401–415. https://doi.org/10.1108/MIP-02-2019-0072
Aji, P. M., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia's ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91–104. https://doi.org/10.5267/j.ijdns.2020.3.002
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Ekobistek
This work is licensed under a Creative Commons Attribution 4.0 International License.
